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PLATE

PITCH DECK

GREEN

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TEAM

ANTHONY C.

M.S. - HCI

MEET THE

ESI E.

SYMSYS - AI

RYAN L.

SYMSYS - HAI

SIMRAN T.

M.S - HCI

STAR D.

M.S. - HCI

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CONTENTS

TABLE OF

01

03

02

OUR MISSION

RISKS & NEXT STEPS

BUSINESS

MODEL

04

MARKET ANALYSIS

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01

OUR MISSION

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WHY CAN’T PLANT-BASED FOOD

BE CONVENIENT?

There has to be more than Chipotle…

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PROBLEM

GreenPlate is catering to convenient-seeking people with frozen plant-based meals in a competitive landscape of healthy-food competitors.

FRESH FOOD IS EXPENSIVE!

PEOPLE DON’T HAVE TIME TO COOK!

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VEGGIE IN CORPORATE

Mostly eats from Cava and Chipotle when ordering delivery

WHAT DO PLANT-BASED EATERS SAY?

LACK OF VARIETY

Thinks that some cuisines do plant-based better like Ethiopian or Indian

PROTEIN MATTERS

Protein matters more than anything. Some people are tired of the same plant-based protein sources like tofu

FAKE MEAT EVERYWHERE

Fake meat is widely used in plant-based meals. Some people don’t like fake meat because it tastes of meat

FOOD DELIVERY IS EXPENSIVE

“If I had money, I would buy meals that are sent to my house”

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THE

FACTORS

A primarily vegan customer base is limiting our capacity for growth

Only 3% of US Adults are vegans

Homogenous vegan customer base

Green Plate is only stocked in natural food stores, limiting access to new customer segments

22% of Americans shop at natural food stores

Limited space

Consumers are less likely to buy frozen food with fresh alternatives nearby

~75% of Americans believe frozen food is not as nutritious as fresh food

Competing with fresh food

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HEALTH

GreenPlate is committed to providing a wide range of plant-based food options that are both delicious and environmentally friendly.

ENVIRONMENT

We are devoted to promoting healthy and sustainable living through organic and ethically sourced food products, packaged with compostable zero-waste materials.

ACCESSIBILITY

We value making nutritious and refreshing food easily accessible and affordable to individuals from all walks of life.

OUR VALUES

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PLATE

GREEN

WHO ARE WE?

GreenPlate provides a diverse range of globally inspired flavors, with a focus on environmental consciousness from farm to table to provide busy professionals, hungry students, and everyday shoppers with accessible plant-based foods.

WHAT DO WE DO?

Our vending machines, placed around partner institutions, have a wide variety of pre-made quick-to-prepare meals, as well as the option to customize your own bowl with the available ingredients in the machine.

GREEN

PLATE

RYAN

GreenPlate offers healthy and quick frozen meals through two primary means of distribution: company fridges and our patented smart-vending technology. By partnering with companies, grocery stores, and academic institutions, GreenPlate provides a diverse range of globally inspired flavors, packaged with compostable materials, to provide busy professionals, hungry students, and everyday shoppers with accessible plant-based foods. Our vending machines, placed around partner institutions, have a wide variety of pre-made quick-to-prepare meals, as well as the option to customize your own bowl with the available ingredients in the machine. For office workers or students that frequent company fridges or university vending machines, customers can also place meal or ingredient orders on our online website to ensure that their local fridge or vending machine is stocked with the flavors they want. Whether fully committed to a plant-based diet, or simply looking for convenient and delicious food, GreenPlate makes sustainable eating accessible and enjoyable for all.

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CHOOSE FROM A PREMADE CLASSIC

OR PERSONALIZE A FLAVORFUL BOWL

FRESH FRIDGES

GreenPlate provides a diverse range of globally inspired flavors, packaged with compostable materials, to provide busy professionals, hungry students, and everyday shoppers with accessible plant-based foods

GREEN

PLATE

GREEN

PLATE

RYAN

GreenPlate’s Fresh Fridges are strategically located around partner institutions to optimize accessibility for busy individuals. Whether it’s a busy office or in a dorm lounge, our fridges make grabbing a healthy and tasty meal as easy as pressing a button. On the fridge interface, customers can select from a wide variety of pre-made options, or can opt to create their own personalized bowl with fresh and frozen ingredients that are stocked regularly within the fridge. If a meal or ingredient is missing from a customer’s machine, they can submit a request for those specific items to be stocked in their fridge. Busy individuals can also pre-order and pay for their meal online or on the app for regularly scheduled lunch breaks, allowing them to more fully relax during their breaks and have a hot meal waiting for them. When they’re ready to grab it, all they have to do is input a custom order code into the vending machine to return their pre-heated meal.

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WEBSITE

FEATURES

Individual Consumers

Browse our catalog of cuisines, flavors, spice levels, etc.
Pre-order meals to be prepared by specific times
Order meals or ingredients to be routinely stocked at their local fridge
Check nutritional macros
Read and leave reviews of products

Companies

Request a fridge for their company
Place bulk orders for company fridges

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GreenPlate provides a diverse range of globally inspired flavors, packaged with compostable materials, to provide busy professionals, hungry students, and everyday shoppers with accessible plant-based foods

MOBILE

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02

MARKET ANALYSIS

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76% of in-office workers

eat lunch at their desks more than 50% of the time!¹

MARKET

We are targeting busy office workers who aim to eat healthy.

Aligning convenience with company incentives and personal health initiatives, we are looking to offer convenient, healthy food options in offices.

OUR TARGET

37% of employers

claim to integrate health promotion into their culture.²

47% of Americans

ages 24-39 consider themselves flexitarians.³

¹Survey by Optimum Research for Little Leaf Farms

²Company Wellness Program Statistics from Zippia

³One Poll survey commissioned by Sprouts Farmers Market

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COMPETITIVE LANDSCAPE

GreenPlate provides a diverse range of globally inspired flavors, packaged with compostable materials, to provide busy professionals, hungry students, and everyday shoppers with accessible plant-based foods

Raw ingredients

Ready-to-eat

Personalizable choices

Tailored, pre-selected choices

Differentiation:

We provide both customizable

and ready-to-eat frozen plant-based meals!

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03

BUSINESS

MODEL

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BUSINESS

REVENUE

MODEL

DIRECT TO CONSUMER

Target Area for Growth: Vending Machines

20%

70%

10%

RETAIL

In-store freezers

WHOLESALE

ANTHONY:

Our revenue model consists of 3 components: Retail which is the vast majority of rev. along with a little bit of wholesale, and direct to consumer. We see direct to consumer as the most promising growth area and the future of our profitability.

This is for two reasons:

Even though retail and wholesale make up the vast majority of our current revenue model, they have really low margins and aren’t very profitable. They were crucial in the early stages of our company for establishing brand presence and awareness but as we have grown that has become less necessary so we want to now shift towards focusing on DTC

DTC model with customizable meals and vending machines allows us to create a unique experience and product. This is critical to success in our already very competitive and crowded market

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Overall vegan retail market in the United States, including all consumers who buy prepared vegan products in stores and online.

TAM

Total vegan frozen foods market across the United States, including one-time buyers, non-vegans, and former vegans as well as current vegans/vegetarians..

SAM

Urban-based vegans and vegetarians who buy prepared or frozen meals in stores and online.

SOM

TAM/SAM/SOM

$8.1 B

$498 MM

$69.7 MM

SIMRAN

Greenplate sits in the broader available market of the up and coming vegan retail market, which about 8.1 Billion in 2023. Our more available market is specifically vegan frozen foods, which is worth about 498 Million, and our most obtainable segment is specifically urban-based vegan frozen food in retail, as our most loyal and growing customers are professionals in major cities.

TAM - Vegetarians, Vegans, Flexitarians, people trying to eat less meat, and people with dietary restrictions.

Vegan retail market: ~8.1 Billion in 2023

https://www.grandviewresearch.com/industry-analysis/vegan-food-market

SAM - Vegetarians, vegans, and flexitarians who sometimes eat frozen/prepared meals due to preference, convenience, or busy lifestyles.

https://gfi.org/marketresearch/#ice-cream-and-frozen

Vegan prepared food market: $498MM

SOM - Urban-based Vegetarians and Vegans who rely on frozen meals/snacks in order to sustain them in their professional lives and are ready to spend more money for healthy food.

https://veganbits.com/vegan-demographics/

https://www.grandviewresearch.com/industry-analysis/vegan-food-market

$69.7MM (vegans/vegetarians are significantly concentrated in urban areas, 14% of the overall population including flexitarians/former vegans and vegetarians)

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RETAIL

BULK ORDER

PRICING STRATEGY

COMPARED TO

EATING OUT - $13

$10

per meal

$7

per meal

for 30 meals

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04

FINANCIAL

PROJECTIONS

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Current operations selling retail, DTC, and wholesale.

Y1-Y2

Introduce vending machine program in San Francisco based companies, starting with 100 machines.

Y3

Scale to other major cities (Seattle, New York, Chicago) and metropolitan areas across the

United States

Y4-Y6

REVENUE PROJECTIONS

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05

RISKS &

NEXT STEPS

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Plant-based eaters may

prefer fresh food over frozen

plant-based meals

Companies may not be willing to

maintain a frozen food fridge

in their office

Plant-based eaters may be used to

our previous selections and not venture into many new items

Customers may not be willing to pay higher price point for frozen plant-based meals.

In our ordering system , educate

customers that we use fresh food in our meals, also frozen preserves nutrients

Show companies that it’s super easy to

install a fridge and restock with our

company. We take care of most things

with a click of a button. Customer care.

We want to release more flavorful options slowly by pilot testing some of our meals until we determine which ones stick.

Be transparent to customers about what

exactly they are paying for: nutrients, organic,

convenience, high-protein, etc. Discounts.

INFO

PILOT TESTING

CONVENIENCE

TRANSPARENCY

PREFERENCE

COMPANIES

COMFORT ZONE

PRICE POINT

RISK & MITIGATION

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TIMELINE

M1

M2

M3

M4

M5

M6

M7

M8

M9

Test MVP & validate hypotheses

MVP 2nd Release

Revise cuisine, augment customer service for corporate

Distribute pilot vending machines

Marketing & B2B outreach

MVP 1st Release

Add new cuisine categories, initiate corporate bulk

Public release date

*See speaker notes for more details

FY2024

FY 2025

MVP 1st Release: Add new features for delivery of pilot fridge machines, add new meals and cuisine categories to website, add new corporate accounts for bulk orders

Test MVP & validate hypotheses: see if customers are choosing new cuisine categories, make sure pilot fridge delivery is smooth and delivery updates are tested, pilot corporate accounts with some businesses

MVP 2nd release: Put in production the new meals and cuisines, as well as being prepared for bulk corporate orders, make sure that customer care is available for installation/maintenance of machines,

Distribute pilot vending machines: as mentioned we will pilot to 10-20 companies, delivery, installation, etc. we will survey whether employees are partaking in our offerings by counting inventory every time we restock periodically for a couple months, if restock happens once every month, we will count as success

Marketing & B2B Outreach: If our pilot program is successful, we will go forward with marketing to other corporate offices in the Bay area, and we will specifically target corporate offices that have food availability inside of their office.

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NEXT STEPS

OUR

Rebranding Website

Rebranding to more flavorful cuisine options

(packaging, website)

Pilot New Meals

We want our customers to try new cuisines and flavors before launching. Test appeal on website.

Adjust Revenue

We will adjust revenue model given if our pilot testing goes well

Pilot Mini Freezers

We will pilot our 10 mini freezer machines to 10 lucky mid-size companies

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Help us make something better than Chipotle.

OUR ASK

$1.5M INVESTMENT FOR OUR

FRIDGE PILOT PROGRAM

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Fridges and Installation: $60,000 - $220,000
Stocking and Inventory (Frozen Meals): $60,000 - $336,000
Logistics and Distribution: $12,000 - $60,000
Marketing and Awareness: $50,000 - $200,000
Technology and Monitoring (App/Platform): $50,000 - $100,000
Data Analytics and Feedback Collection: $30,000 - $50,000
Buffer for Miscellaneous Costs: $30,000 - $150,000

ASK $1.5M

Here was look at how much we need for our fridge pilot program

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THANK YOU!

QUESTIONS?

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APPENDIX

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76% of in-office workers

eat lunch at their desks more than 50% of the time!¹

MARKET #

60 million corporate employees in the U.S.

+

47% of Americans are flexitarians (open to plant-based)

=

28 million employees in U.S. within target demographic

OUR U.S. TARGET

37% of employers

claim to integrate health promotion into their culture.²

47% of Americans

ages 24-39 consider themselves flexitarians.³

¹Survey by Optimum Research for Little Leaf Farms ²Company Wellness Program Statistics from Zippia

³One Poll survey commissioned by Sprouts Farmers Market

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76% of in-office workers

eat lunch at their desks more than 50% of the time!¹

MARKET #

OUR PILOT TARGET

37% of employers

claim to integrate health promotion into their culture.²

47% of Americans

ages 24-39 consider themselves flexitarians.³

¹Survey by Optimum Research for Little Leaf Farms ²Company Wellness Program Statistics from Zippia

³One Poll survey commissioned by Sprouts Farmers Market

250 employees * 10 mid-size SF companies

+

47% of Americans are flexitarians (open to plant-based)

=

1,175 employees in SF